I was strongly advised to visit the Weekday shop in Berlin when I spent three days there earlier in the year… but after over an hour trekking and searching round the less-than-welcoming Alexanderplatz we gave up, irritated, and tried to forget about our failed mission.

Last month, while in Stockholm, I stumbled across Weekday: a giant urban clothes store than sells itself as a progressive retail concept. A tad pretentious perhaps, but the creative fashion sold inside is bold and affordably priced, with a forward thinking attitude. The Weekday stores sell a variety of collections:  MTWTFSS Weekday, Cheap Monday, Weekday Vintage and Weekday collaboration –  a mixture of great garments that inspire customers to express their personalities. The store experience based on innovative display and the unique combination of products, are key features of Weekday.

We were overwhelmed by the choice and variety of the clothes on offer. Stockholm is an insanely expensive city and yet here the prices made sense, and were certainly cheaper than a London equivalent. I spotted a few baggy soft cotton t-shirts I particularly liked, but at Weekday it is the jeans and menswear that really excels. With an endless selection of Weekday and Cheap Monday jeans there is really a shape, pattern, material and fit for all. For essentials and party pieces Weekday seem to have it all covered… a kind of mix between designer edge and high street wearability.

So far Weekday stores can only be found in Denmark, Finland, Germany, Netherlands, Norway and Sweden. With the brand expanding all the time, maybe London will be next on the list.

Visit the website here.

http://www.weekday.com/